online measurement and strategy report 2009
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Online Measurement andStrategy Report 2009
in association with Lynchpinhttp://econsultancy.com/reports/online-measurement-and-strategy-report
Linus Gregoriadis
Research Director
Econsultancy.com
Email:
linus.gregoriadis@econsultancy.com
Website:
http://econsultancy.com
mailto:linus.gregoriadis@econsultancy.comhttp://econsultancy.com/http://econsultancy.com/mailto:linus.gregoriadis@econsultancy.com -
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Overview
MethodologyFindings Information requirements
Web analytics tools
Use of Google Analytics Resourcing and budget
Online measurement strategy
Barriers to success
Questions
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MethodologyOnline survey in April and May 2009
Second annual online measurement report
Over 800 respondents, including
405 client-side organisations
310 agency / supplier-side respondents
Majority of respondents UK based
Biggest sectors (publishing, retail, FS, travel)
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| C Titl| 4
Type of data analysed
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Type of data analysed
Need for data that helps companies improveefficiency acquisition / retention
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70%
63%
58%
53% 52%48%
41% 40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Interactionbetweendifferentonline
channels
Customersurvey data
CRM /customerprofiling
(e.g. lifetimevalue)
Customerengagement
data
Competitorinformation
Interactionbetween
online andoffline
Third partymarket
research
Reputation /buzz / social
mediametrics
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Change in types of data analysed2x as many companies looking at reputation monitoring / social media metrics
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Interaction between different channels 17%
Customer survey data 1%
CRM / Customer profiling 17%
Customer engagement data 9%
Competitor information -1%
Interaction between online and offline 11%
Third party market research -7%
Reputation / buzz metrics 19%
Growth (since 2008)
http://images.google.co.uk/imgres?imgurl=http://styleobserver.com/wp-content/uploads/2008/08/goldstar.jpg&imgrefurl=http://styleobserver.com/2008/08/27/investing-in-a-vest/&usg=__9YfAapDVOahDwuqYhec04ql8hCI=&h=2427&w=2550&sz=803&hl=en&start=3&um=1&tbnid=Azl_ey23_qSuUM:&tbnh=143&tbnw=150&prev=/images?q=gold+star&hl=en&rlz=1T4DKUK_en-GBGB307GB307&um=1 -
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Which data requirements are businesspriorities?
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59% 57%48% 43% 41% 37%
29% 28% 15%
50%
27% 31%40%
42% 44%41%
48%42%
42%
30%
14% 12% 12% 15% 15%22% 23%
30%42%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
High priority Medium priority Low priority
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Causes of conflicting data
Comscorevs. Nielsenvs. Hitwisevs. ABCe.
Different data
systems often
provide conflictingdata and constantlyneed to be verifiedand benchmarked.
Number of page
views does differbetween the apps.Clicks on searchengines to page
views from search
engines.
External affiliate, banner and paid
search reports conflict with our webanalytics reporting, due to
differences in attribution. However,attempting to replicate this
attribution using different data setscalculated in the same way, also
yields conflicting views of the same
channel. Frustrating.
Google analytics, our primarytracking tool often showsdifferent traffic figures than
Google reporting. This seemstypical of Urchin. I imagine the
results are better than theoriginal urchin tracking
technology but I do wonder
how much Google hasmodified it since disparities
continue.
Confusion around definition of different types of metrics
Erosion of transparency and trust
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| C Titl
| 9
Web analytics tools
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Use of Google Analytics
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23%
57%
20%
We use Google Analyticsexclusively
We use Google Analytics but notexclusively
We do not use Google Analytics
2009 results Change since 2008
+9%
+5%
-14%
+
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Main analytics tool used (other than GA)
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42%
19%
7%
6%
6%
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Which do you use more frequently?
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33%
51%
17%
Google Analytics Other web analytics provider Same level of usage
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H f d h hi l f
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How often do you change something as a result ofan insight from Google / main analytics system?
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7%11%
5%
59%58%
49%
26%27%
31%
7%4%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Companies exclusively using GA Companies not exclusively using GA Companies not using GA
Never Occasionally Frequently Very frequently
D thi k G l A l ti h b
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Do you think Google Analytics has beenset up properly?
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Companies exclusively using GA
71%
16%
13%
Yes No Don't know
61%15%
23%
Yes No Don't know
Companies not exclusively using GA
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Reasons for not using Google Analytics
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31%
18%
28%
10%
2%
11%
0%
5%
10%
15%
20%
25%
30%
35%
It isn'tsophisticated
enough for ourrequirements
We are happy withexisting web
analytics vendor
We haven't gotround to trying it
We don't wantGoogle to have
this data
We can't get it towork properly
Other
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| Course Title| 17
Resourcing andbudget
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Number of dedicated web analysts
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46%
26%
15%
5%
2% 2%
4%
46%
32%
8%
6%
2% 1%
6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0 1 2 3 4 5 More than 5
2009 2008
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Total analytics spend
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32%
11%10% 10%
8%
6%5%
19%
31%
8%
11%10%
12%
4%5%
18%
0%
5%
10%
15%
20%
25%
30%
35%
0-5,000 5K-10K 10K-25K 25K-50K 50K-100K 100K-200K 200K plus Don't know
2009 2008
S lit f l ti dit
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Split of analytics expenditure
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Internal staff 42% +6%
Technology 38% -7%
Consulting/services 18% 0%
Growth (since 2008)2009 results
Who owns the budget for analytics within
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Who owns the budget for analytics withinyour organisation?
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32%
26%
13%12%
6%
1% 1%1%
5%4%
0%
5%
10%
15%
20%
25%
30%
35%
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| Course Title| 22
Online measurementstrategy
Do your web analytics drive actionable
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Do your web analytics drive actionablerecommendations?
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27%
55%
18%
1%
26%
58%
16%
0%0%
10%
20%
30%
40%
50%
60%
70%
Yes - definitely Yes - sometimes No - not really Never
2009 2008
Areas responsible for analysing analytics data
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Areas responsible for analysing analytics data
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Marketing 89%
Executive/Management 58%
Sales 31%
Operations 29%
Finance 11%
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| Course Title| 25
Barriers to success
Barriers to effective measurement strategy
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Barriers to effective measurement strategy
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Lack of budget/resources 45%
Lack of strategy 31%
Siloed organisation 29%
Lack of understanding 25%
Too much data 18%
Lack of senior buy-in 18%
Difficulty reconciling data 17%
IT blockages 17%
Lack of trust in analytics 16%
Finding staff 12%
Poor technology 9%
Frustration with analytics
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Frustration with analytics
Knowledge - there's almosttoo much information out
there, every time I learnsomething new it all just getsbigger - which is exciting as
well as frustrating.
1. Poor knowledge about what to measure
2. Limited time / resource to interpret the data
3. Lack of senior management buy-in
4. Lack of coherent strategy / business objectives
5. Cost associated with paid-for solutions
Reluctance of senior
management and IT staffto respond to data and
optimise accordingly, plusunwillingness
to carry out A/B andmultivariate testing.
Lack of strategy and
operations insight, lack ofinteraction and knowledge
sharing within ourorganisation, lack
of understanding of basic
measuring slang on userside, lack of time to focus onimplementation planning.
Time to do as much
analysing as wewould like to. Beingdragged in different
directions by differentbusiness
needs.
With Google offering
such a good service for
free it's hard to justifythe cost of upgradinganalytics if staff are
not alsodeployed/employed.
The lack of understanding
of the metrics - it is vital thatwe 'translate' web metrics
into specificrecommendations for ourclients, as the data gets
ignored otherwise.
Lack of internal skills
to apply analytics in aco-ordinated manner to
website, online andoffline activities.
Positive and negative aspects of online
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Positive and negative aspects of onlinemeasurement
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Insight into shopping cart
behaviours (card abandonrates etc), differingbehaviours of new
and existing users, pathcontributions to sale.
For us, clientshave something toshow senior
management thattheir marketinginvestment has
paid off.
The ability to get
incredibly close to
customers andunderstanding howthey interact withyour business.
The fact that once
you have clients buy
in it is possible toshow them exactlyhow measurableonline is versus
offline channels.
We only really have half an
analyst, our systems aren'tvery well joined up and we
need to spend much moretime analysing data from
different sources, creating a360 degree view - and we
don't have this timeavailable.
Lack of
interest andunderstandingin the value of
analytics.
Complex and costly
setup, in some caseoverwhelming
amounts of data forpeople not
experienced how toview/measure this.
Client's reliance
on using free, butpoor quality tools
(GoogleAnalytics).
Not yet generating
the quality ofinsight required toconsistently drive
business action.
Gaining clientunderstanding
and winning themover to actioning
analytics.
Summary
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Summary
Increased appetite for data especially when directlyrelated to business performance.
Growth in use of Google Analytics shows movementaway from paid-for technology.
More spending on internal staff.
But web analytics still not strategic enough ordrivingactionable recommendations for enough companies.
Frustrations over conflicting data, creating lack of
trust. Lack of understanding is still a barrier.
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Questions?
All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by anymeans, electronic or mechanical, including photocopy, recording or any information storage and retrievalsystem, without prior permission in writing from the publisher. Copyright Econsulancy.com Ltd 2009.
Download the full report:
http://econsultancy.com/reports/online-
measurement-and-strategy-report
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